"KEEPING OREGON GREEN"
Handbook for Field Len of the Keep Oregon Green Association
by
Eugene IcHulty
A Thesis
Presented to the Faculty
of the School of Forestry
Oregon State College
In Partial Fulfillment
of the Requirements for the Degree
Bachelor of Forestry
June 1942
Approved:
Professor of Forestry
TABLE OF CONTENTS
A c1ow1edgemenbs
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Part 2:
Par-1
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Part 4:
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Jessage to Field Len
Introduction:
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Aim of the Keep Oregon Green Associatioi
Preparing to Lee
the ifbi1c
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Avoid Conscious Use of Appeals
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ttß0
Preparedt
Conduc1in
Knaiode
of Oregon Forestry Needed
the "Green Oregon" drive
Geltiig Started.
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Organiz±n the Drive
Cooperation with County Chairmen
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Part 5:
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Tinnhig Public Support
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Picking the Conimittees
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ViittheLoca1Edi-or
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"Before the
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"Influencing People"
Contacting -the Individual
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Pare 6:
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On-the-Job Contacts and Publicity Aids
ersona1 Contacts
Publio Speaking
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News Reporting . .
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NewsPhotograph..................
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Tips on Program Organization
PostersandParnphlets ...............
RadioBroadeast
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Exhibit,
Figure 1 .
Visual Aids
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Bibliography
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ACI'1WV!LEDGELiENTS
V1ii1e this
wishes ic thanl:
particular
I
handbook is primarily based on experience, the airbhor
al].
those who offered helpful advice and suggestions.
wish to thank John B. Woods,
N. S. Rogers, State Forester; R.
C.
Oregoii
Forest Fire Association;
Kuehner, executive secretary, Keep
Forest Service;
Oregon Green Association;
George E. Griffith,
A. W. Priaulx, West Coast
Liiberan's Association; Earl
dean,
O.S.C.
1i
TI.
S.
G. Mason, acting
School of Forestry; C. H. WillIson and W. F. McCulloch,
assistant professors of forestry, O.S.C.; and Robert M. Evonden, assistant
professor of wood products, O.S.C.
Special thanks are also due Fred M. Shideler, head of the O.S.C.
Journalism department, for suggesting information sources concerning
public educational methods.
"IEPING OREGON GREEN"
HANDBOOK FOR FIELI) MEN OF
TI
i
KEEP OREGON GREEN ASSOCIATION
IN TR ODUCTI ON
MessctoFieid
Eei
As crusaders aga:nst man-caused forest fires you field men of the Keep
Oregon Greei association are charged with a responsible but opporlune task.
The job ahead is one of arousing public vigilance in the "blackout" of fire
carelessness,
Too long have cigarettes been left glowing in the duff;
too long have camp fires been neglected; and too long have so-called
"brush fires" roared over the hills of Oregon, leaving behind scorched
earth and wasted acres.
State forestry records shaw that 75 per cent of all forest fires are
man-caused and that, over
a
20-year period, an average of 1700 such con-
flagrations have occurred annually.
Last season through initial Keep Oregon
Green efforts and favorable weather this average was reduced to 312, a
new low, but not the prevention goal which ealls for reduction of mancaused fires in Oregon to the zero margin.
Remoriber, however, that the job ahead is not one of condemning man for
his carelessness,
Rather, it is one of instilling individual pride, a
gradual public awakening to the effect that Oregon is a forest state, that
its economic welfare is largely dependent upon the continued harvest of its
forest and agricultural crops.
Such an approach will lead to an appreciation
of a Green Oregon, and a desire to join in an action program against fire.
Remember, too, that as field representative, you must take the lead
in directing the campaign
against the enemy.
Apply the rulos of the Associa-
tion--think protection, talk protection, and act protection.
In order to
get your message across, constant repetition will be necessary.
Governor
2
Sprague enphasized
this principle
against fire carelessness
morning."1
In
when he
virote,
"As a
tap the individual
we must
on
constant reminder
the shoulder evor
brief, repetition will sell the objectives of
a
constructive
program such as Keep Oregon Green.
In conclusion, don't overlook other problems involved in
maintaining a Green Oregon.
You
should
)r
actually
the problems of state and
private forestrr and their joint attempts with help of the Forest Service
in matters of reforestation, taxation, recreation,
Sympathetic public
attitudes will
forestry feature.
The
the building of a
toward meeting
One word
iianediate task is one of prevention awareness, and
membership organization
will
be your mark of success
of caution--"So You're Out to Keep Oregon Green" is not held
all
public relations problems.
field experience, it is
If it will accomplish that
more
meant
Instead, based
past
on
to serve as a prospectus of the job ahead.
and perhaps give you an inkling as how
effective salesmanship in education, the writer will indeed
gratified.
this
depend upon some understanding of
this goal.
as a panacea for
KOG
KOG
smd use-management.
to
be
do
3
Part 1
AIM 0F TRE REEP OREGON GREEN ASSOCIATION
The iimnediato, or short range, policy of the KOG association is to
brins about an aroused public attitude in the problems of fire carefulness.
Forest, field, and farm fires are matters in which the public has
a very personal "staket'.
Loss of timber, wild life, esthetic values,
forage and grain, personal prop"rty, and of life itself may result from
fire.
These losses affect the security of man and are, therefore, of
primary interest to the public.
We might conclude that the KOG
messa' calling for all-out mobiliza-
tion against fire is the attention-arousing device used in launching a
more complete program of forest planning in Oregon.
ence the attention
has been gained, public interest can be centered or an appreciation of
other forestry problems, or concepts which aim for continuous forest
production.
To cite a concrete example, for years the public has had the romance
of the giant firs instilled into its pattern of thinking.
Ovorinature,
decadent Douglas fir, long past the harvest age, h&ve been heralded as
"God's living monarchs,"
banal generalities.
Heritage for Posterity," and such other
So well has the general public learned this lessor
in "preservation" that in
alarm and chagrin.
"Or
many instances the timber harvest
is
viewed with
Realization that young, junior forest stands can
replace the stagnation of the over-ripe must come.
don't occur and live forever.
Forest giants just
To bring about an appreciation of creen
junior forests so that the public has a more healthy outlook on the
renewable recourse is then one of the long range KOG objectives.
4
An old saying, "Can't see the forest because of the treos," has direct
Surrounded by vast timber storehouses, we are
application here in Oregon.
too often inclined to overlook our "green gold".
75 per cent of the nation's
Although Oregon--with
standing timber and with 58 per cent of the
land area unsuited for use other than the growing of trees--is truly a
forest state, little local pride in their heritage is shvn by Oregonians.
The problem here is one of educational promotion, and you as a repre-
sentativo of the KOG association aro a "natural" for the selling of con-
structive attitudes and a better home morale toward forest values.
Just as
Iowa's citizens boast of their section as a corn state; as Minnesota's
boast of their 10,000 lakes; so also should Oregonians boast of their "green"
state.
The neighboring state of Washington with its popular slogan of
"evergreen" state has outstripped Oregon in using its forests as a builder
of local pride and as a paying attraction for drawing a prosperous tourist
trade.
Dr.
George W. Peavy, president-emeritus, Oregon State Collego, in a
speaking tour for KOG in the summer of 1G41, outlined a six-point action
program for the educational association.
prevention through education;
2,
These points were:
1,
fire
greater recreational use of forests;
3,
reforestation; 4, forest management;
6,
a
5,
forest taxation studies; and
more vigilant program of forest law enforcement.
John
13.
hoods, secretary manager, Oregon Forest Fire Association and
former secretary to the KOG association, writing in a progress report
issued at the close of the 1941 campaign, outlined the following policy:
"The long range objective vas to keep forests growing in the state;
this could be helped by work in schools, by dissemination of information
to the public to awaken consciousness of the importance of forests and
forest industries, by emphasis on the need for forest law enforcement, and
by maintenance of tolerable conditions for forest ownership. The immediate
5
objective, however, was to reduce the number of man-caused fires, which
could be accomplished by reminding all citizens frequently and in an
arresting manner to be careful in the woods, and by the widespread development of a sense of personal responsibility on the part of every oitizen to
stop careless and malicious setting of fires.
Obviously, concentration of
efforts would be upon the inunediate objective during the fire season."
As field representative you are spokesman for the KOG association,
so keep in mind the
imediate objective of fire prevention and the long
range program leading to public understanding of Oregon's forest problems.
Bear in mind, too, that the Federal, state and private forest agencies
ere responsible for fire suppression.
local fire patrol organization.
See that the public knows of their
Luch needs to be done in thiz direction,
especially in the activities of state and private agencies.
The latter
two organizations are charged with the protection of 12 million forested
acres containing more than 95 per cent of Oregon's conunercial timber, yet
the public biows next to nothing of their work.
It will be
rour job as
KOG representative to see that youth and adult groups come to biow the work
of their forest warden.
Expansion of fire patrol including all rural Oregon has come about
this year through cooperation of the forest protective agencies and the
Oregon State College Extension Service.
The plan, which makes for complete
fire patrol of forest, farm, and field, is under the supervision of the
county agents.
Rural fire crews, organized on a volunteer basis, have
mobilized equipment for protection.
Danger of fire sabotage by the enemy,
and the threatened loss of crops needed in meeting "Food-for-Victory"
production goals were factors which brought about the movement.
II)
reaching a cooperative project agreement the forest protective
agencies and the extension service promsed support to Keep Oregon Green
association, especially in the organization of Green Guard youth troops.
One point more, while on the job put in a plug now and then for the
private indúztry.
They are cooperating almost 100 per cent.
Work of the
Willemette Valley Tree Farms and various association member mills is of
public interest.
Last year (1941) the
erner
Tber
Company held. a
T'To-.
Fire-In-The-Woods party in which Keep Oregon Green was used as the decorative theme,
The party was a huge success and provided a basis for state-
wide publicity, telling the story of industry cooperation in the Green
Oregon drive.
Before leaving this section it is well to bear in mind that KOG is a
new organization, its policies are flexible and may stand improvement.
your public contact work, if some individual has
an
In
idea vhich may aid the
organization, make note of it, and bring it to the attention of the KOG
secretary at an early date.
Another person worth your attention is the individual who wants to
learn more about protection or other forestry matters.
lIe
maywant to
Iciow specific information about obtaining burning permits; or again he
want technical data, about trees to plant or reforestation.
1ow
the answer,
may
If you don't
say so, then refer the individual to the proper information
source or introduce him to a forest officer who is an authority on the
subject.
It is assumed that you are now aware of the Keep Oregon Green objectives.
13e
sure to know the immediate problems of farm-forest fire prevention,
but be prepared to discussother matters which are of public conern in
maintaining a Green Oregon.
7
Part
2
PREPARING TO LEET TEE PUBLIC
Once on
the job you will find that field work with the
is primarily of
a
public contact nature.
fications, large conúoroial organizations
By
prograni
listing the necessary quali-
have
set
up
certain standards
which they employ in sizing up a prospectivo contact man.2
A.
KOG
These
are:
General appearance.
1.
Intelligent looking.
2.
Regular and pleasing appearance, no apparent deformities.
3.
Good
4.
Apparently in good health, energetic,
5.
Straight, steady eyes.
6.
No
7.
Pleasant, distinct voice.
8.
Personal care and cleanliness; dress modestly but with good
posture, carriage and physique.
evidence of nervous
alert.
afflictions.
taste.
B.
Background.
1.
Past experience (for knowledge value).
2.
iell posted; lowledge of local territory and forestry
(applies more directly to forest wardens).
3.
Desirable reputation; where possible, local connections.
4. Apparent understanding of usual courtesies.
C.
Lental Qualities.
1.
Native intelligence.
2.
Interest in the work.
3.
Attitude toward employer.
D.
4.
Answers questions intelligently.
5.
Make clear, concise statements.
Personality factors.
1.
Pleasing personality.
2.
A good mixer and listener.
3.
Makes a good impression on the interviewer.
Right now is a good time to take a personal inventory just to see how
well you measure up to these standards.
Ythile no-one possesses all those
traits, much improvement can be made by realizing the short comings end then
working for improvement.
Care1ul study shows that public contacts become
easier and more effective if the individual studies himself and his public,
giving greater attention to the latter.
One universal human trait is ego, or the personal opinion held by
oneself of oneself,
As field representativo you can make friends by giving
attention to the opinions of others.
If the layman has his own pet ideas
regarding Oregon's fire problems, don't appear so busy that you seem annoyed
by his talk.
Instead, have a pencil and noto pad handy for recording any
proposal he may have, if it is constructive.
and he'll likely remain a loyal KOG supporter.
This will inflate his ego,
A good rule to remember
is,
"Be so interested in the other fellow's vanity that you have no time to
worry about your
n2
Primarily a promotional program, the result of obtaining memberships
in the KOG association will largely depend upon how well you motivate those
whome you contact.
Certain appeal devices have long been used in advertising,
political campaigns, and in other types of public
gain favorable public reaction.3
devices as the following:
rations work
in order to
Psychologists have recognized these appeal
a.
shelter,
b.
The sense of protection; preservation of life, food, clothing,
caution, justice, pride.
Power of ambition; desire to be the most influential citizen; to
build for permanency; for social and economic stability; the desire to
organize; the desire for knowledge; leadership.
c.
Popularity; self-esteem; approval of and by others.
d.
Property; desire for gain; increasing possessions.
e.
Affections; home interests; parental love; love of home and country;
friendship.
f.
Sensations; sight, hearing, touch, taste, smell.
g.
Sentiment; human interest; agreeableness; service; respect;
imitation of those admired; sublimity; faith; optimism.
Undoubtedly, the reader recognized these traits as representative of
his awn wants.
If so, fine.
The best way to see yourself and your program
is to be genuinely interested in the wants of other people.
Their wants are
usually synonomous to your own.
During the present war crisis patriotism, or love of country, is a
dominant mental activating factor.
Because of needed lumber production to
fill army and naval building needs, and food production goals likely to
become unobtainable because of loss resulting from forest-farm fires, the
prevention effort is closely allied to the patriotic drive.
The KOG program
has made use of this motivating tool in its slogan, 'tForest Defense Is
National
"
Avoid Conscious Use
ofls
Tever make a conscious attempt to use the forenamed appeal devices.
To attempt this would inmiediately brand you as a cheap propagandist.
You
should, however, become so familiar with the methods of motivation that
lo
they can be used inadvertently, lhereby becoming a part of your naiural
approach in this business of human relationships.
An analogy might be cited
here, usiig the news writer as an illustration of the forogoig point.
Just as you have now been schooled in the appeal devices, the reporter has
beefl
thoroughly schooled in the mechanics of news writing.
He
lias
mastered
the six fundamental rules of the game, the who, what, when, where, why,
and how which make up the good news lead.
But does the reporter
these rules in preparing his copy?
No, of course not.
to--he has learned the rules of his
gaine so
o over
He doesntt need
well that his story is written
according to accepted style vthout conscious effort on his part.
The
same method holds true in KOG field work; the successful representative
should
low
the rules involved in public contact work, and then can apply
these rules in a natural, unassining manner,
in the main already sold on the aims
and a friendly,
After all, the public is
of the Keep Oregon Green association,
sincere approach will go far toward winning friends and
increasing association membership.
Other techniques used by the professional
public relations expert will develop with experience as you continue the
educational drive.
II
Part 3
"BE PREPARED" KNOVLEDGE OF OREGON FORESTRY NEEDED
Field men must prepare themselves in subject matter relating to Oregon
and its resources.
The general public will look to you for infoxnation,
both general and specific, regarding many phases of forestry and protective
organizations.
For general information sources, the field men may refer to the
following bulletins:
The Oregon Blue Book, Report of the Stato Forester
(1940), and Economic Geography of Oregon.
Specific information as applied here refers to subject matter data
which pertains directly to forest and farm fire prevention in Oregon.
This is the type of informational background you will need.
Particular
emphasis must be placed on data pertaining to fire prevention, and fire
protection.
The field representative is expected to kn
statistics regard-
ing fire causal agencies; average annual number of fires; history and
losses involved in major burns such as the Great Tillarnook burn; and
finally, the record of the 1942 KOG campaign in fire prevention.
Information
concerning prevention may be found in the annual report of the State Forester,
1940, and in "Laws Relating to Rural Fire Protection," prepared by the
State Fire Marshall.
Questions relating to protection are more of an action nature.
The
public is interested in fire detection methods, crew organization, and
on-the-line fire control techniques.
Field men not already familiar with
the fire activities of patrol agencies should study report bulletins and
talk with wardens in the field,
12
Additional preDaratory knowledge needed by the field man is that of
policy.
Federal, state and the industry each have a constructive program
of forest protection and use.
Become familiar with these policies insofar
as time permits.
In brief, the Forest Service policy is one of controlled cutting so
as to insure securing benefits on a national basis; Association-state
policy in forestry calls for
a
local program of cutting regulations within
the private forest industry; private policy is largely one of using the
existing timber resource, although progress is evidenced in reforestation
by the industry.
Remember, as field representative, you aren't expected to know all the
answers pertaining to Oregon forestry.
Ing memberships for the association.
The principal job is one of obtainIn the main, the public tend to be
"joiners" because they enjoy the prestige accompanying popular movements.
A few folks will show vital interest
in forestry matters,
the ones who should receive your subject matter attontion.
and these are
In case you
don't know the answer, promise to find out; or refer the question to the
local warden, stato or private foresters, O.S.C. School of Forestry faculty,
or to Forest Service officials.
13
Part
4
"GREEN OREGON" DRIVE
CONDUCTING T1
Gettin& Started
who
First on-the-job requisite is that the field representative know just
is his boss. The man to whom you are directly responsible is R. C.
Kuehner, executive secretary, Keep Oregon Green Association, whose
offices
are in the State Forestry Building, Salem.
Mr. Kuehner
will give out work assignments, direct the membership
drive, and supervise the entire educational program. Formerly outstanding
4-H club
leader with the extension service,
of organizational work.
Field
will
rien
he has a
be expected
thorough understanding
to follaw his directions
closely.
Before proceeding further with work instructions
consider the framework of the
KOG
it
would be well to
movement,
Formulating major policies and co-orclinating the drive is the responsi-
bility
Charles
H,
of the executive cormnittee.
A, Sprague
J.
were:
Cox, Eugene, Secretary-manager, Willamette Valley Lumberman's
Association.
Edmund Hayes,
Dean
Appointed to this committee by Governor
Portland, President,
Johnson, Toledo, President,
J
John C.
kr s
Kubi, Portland,
U. S,
Row
C. D.
River Lumber Company.
Johnson milling operations.
Forest Service, Education and Information.
Stewart Moir, portland, Western Pine Association.
N. S.
Rogers, Salem, State Forester.
Paul C. Stevens, Portland, West Coast Lumberman's Association.
Walter Weisendanger, Klamath Falls, business man,
John B. Woods,
Portland, Secretary-manager, Oregon Forest Fire Associa-
tion.
14
Lr. Voods served as executive secretary to the association during the
1941 drive.
A state-wide committee, also appointed by Governor Sprague, completed
the organization for last year.
up the corìittee.
in the program;
More than seventy leading citizens made
However, only a relatively few were actively interested
the remainder were chosen by virtue of office or other
The field representative may find the complete list of
qualifications.
committee heads named on the official KOG stationery.
This year a county chairman has been appointed in each of the sevoral
counties.
This chairman will conduct the local membership drive, with the
assistance of the district field reprosontative.
It is understood that the
KOG representative will contact the various county chairmen within his
territory before launching the membership drive.
If located within an arca in which a member of the executive committee
resides, the field man nay find this person of invaluable service.
For
instance, if working within the Eugene area, the KOG representative might
contact
Lir.
building.
II.
J.
Cox, whose offices are located in the Register Guard
Last year
Lir.
Cox gave a great deal of his time toward assisting
the program with memberships.
His aid included selections of membership
stations, introductions to leading citizens and button sales to member mills.
1Thile the valuo of such assistance can readily be seen,
the field man
should look for committee guidance only upon having been sodirected
the executive
secret,
thereby assuring centralized responsibility and
preventing possible misunderstandings as to program action.
15
Oranizing the drive
Before leavixg for the swmner's work, a very personal inventory would
be in order.
Do you
ow
Do you know furdainenta1s involved in dealing with people?
he ieep Oregon Green policy?
rnw the organization
Do you
of the association and how it will affect you and your work?
If so, we
aro now ready to consider the task of mobilizing group support.
in the field the field representative is largely on his own.
ce out
The organiza-
tion of KOG conittoes requires far more effort than merely following job
instructions.
It requires a great deal of persônal initiative or "push",
plus much patience and tact in dealing with people.
The writer recalls one situation which occurred in a nearby Víillamette
valley town during the latter part of the 1941 Green Oregon drive.
One
of the activo Garden Club women had been appointed chairman and a sub-
committee consisting of four assistants had been chosen.
The plan agreed
upon by the KOG assistant and the chairman was that an organizational
meeting would be held in the city hail on a specified date, and that the
chairman would notify the other heads of these arrangements.
Vhen the
meeting occurred, the field representative found thM his chairman had
completely neglected to plan for the meeting.
Not a single cnm1ttoe
member had been notified.
Imagine the disgust of the field man who had travelled from Salem to
meet with the committee.
early.
Fortunately, he had arrived in toim a little
He contacted most of the comnittee heads--the chairman did finally
make aiends by contacting a few and got them together by promising that their
pictures would be taken for the Portland papers.
The meeting went over in
good fashion, and the group pictures later appeared in both the Journal and
Oregonian.
16
Incidentally, while the preceding incident was given as an example of
one
way to meet a given situation,
a mistake was made in the very begin-
ning--the field man should hayo chosen a more reliable coumiittee chairman.
Yet another mistake was made at this eventful meeting.
pose of it was to establish membership quota goals.
the goal set--400--was
far too high.
workers became discouraged after
a
The main pur-
The idea was fine but
cwüttoe
It was nevor ioached and
time.
Had the quota been set at 200
instead of 400 committee workers might have easily met this number and gone
above their set goal.
Better morale would have been the result, with the
record made an outstanding one.
If membership quotas aro used again this yoar, keep your sights within
a conservative figuro.
Don't attempt to oversell your program.
In defense of early attempts made in establishing quotas last year it
is well to recall that the season was a
wet one.
Then,
too, the system
was not attempted until late in the sunmier following the peak of the fire
season.
ation with Couiyjr Chairmen
This year,
county chairmen.
as previously mentioned, the field agent will work with
As these chairmen have already been appointed,
of the field agent should be a much easier one this season.
the task
The big job
ahead will be one of planning for membership sales, of assisting county
chairmen in these sales, and of public relations work in informing the
public of the need for fire prevention.
The latter assignment is one of
speaking, writing news stories, preparing exhibits, and poster distribution.
Aidst'
These will be considered in detail under the heading
in Part 6 of the handbook.
i-the-Job
17
Organization of Groen Guard youth groups will affect the field man in
that
sorno
portion of his
tizne
will be taken for this work.
In
al].
proba-
bility he will be called upon to talk before the junior groups; to demonstrate caro in woodmanship crafts such as building a campfire and in
publicizing the activities of the Green Guard.
Youth groups in attendance at
possibilities.
suiznner
camps offer also educational
"ere is a chance for KOG membership activity by field men.
Last year groups such as Girl Reserves and the Boy Scouts gave valuable
assistance in securing adult memberships at the Portland Rose Festival,
Washington County fair and the Oregon State fair.
Future Oregon forestry is largely dependent upon the juni'citizens
of the state.
By encouraging membership in the "Green Guard" and by working
with all youth groups you will be of help in molding good citizenship.
You will also find that boys and girls of the junior high school groups
can help you in many ways in conducting the membership drive.
18
Pari
5
WINNING PUBLIC SUPPOjiT
With the danger of war sabotage of the forests and grain fields by
the enemy the public has gradually como to think that its forests and farms
must be safeguarded against fire destruction.
They have come to think,
and rightfully so, that any fire, whether by enemy attack, by sabotage, or
by carelessness, is
a
direct threat to their security.
Role of the lumber
industry in publicizing its contribution to the war effort has instilled a
feeling of pride in contributions to the war effort.
affect this now approval of the prevention program.
Other factors, too,
kiong these are the
fire training program given 1000 Oregon youth by the state forestry depart-
ment and the extension of fire protection to field and farm under a cooperative agreement with the county agents of the O.S.C. extension service.
Significance of this new approval of forestry is that the public not
only will cooperate in fire prevention but is actually
joining the Keep Oregon Green Association.
i-berested in
Results of the 1942 prevention
program convinced public leaders of its value.
Nover before has there been
such widespread interest in forest fire control.
The matter of winning
public support thus becomes not a problem but a program sure to win with
general approval.
The job ahead of the KOG representative then is twofold.
The first
objective is to carry out a publicity program which villi tend to meet not
only with public acclaim but will actually make people want to join and wear
the familiar tree button.
The
second objection is that of conducting the membership drive so
that folks will have a ready opportunity to join.
It is in this field of
18 a
membership that the representativo ca
success.
Experience gained
front
work with the greatest degree of
the 1941 drive showed that individual
contact is the best approach in securing membership.
In the next section of the handbook certain publicity devices which
make for public support will be presented.
Then, having put these devices
into practice, the field man can go all out for KOG membership.
Careful preliminary planning in laying out the KOG local county
organization has simplified the work ahead of the representative.
Through
appointment of a local county chaiian the organization framework has
tai:en form.
In winning public
support the representative will in a sense
servo as liaison officer between the county chairman, coiunity leaders,
and.
the general public.
Conmn.rnity loaders can
be contacted through recoimnendations of the
county chairman; the local forest warden; the secretary to the Chamber of
Commerce; or designated leaders named by the executive secretary.
You
can arrange for luncheon meetings and introduce the drive in that fashion.
In some cases the local member to the Governor?s KOG cotnittee will willingly
give use of his time in intrc.dicing the field men to influential citizens.
Pickjnß the Coirittees
In seeking community leadership, beware
of the bland individual who
unhesitatingly promises to help in every way he can.
individual is inclined to make empty promises.
All too often this
All too often he seeks
self-aggrandizement, and his results show little genuine interest in fire
prevention.
Experience in 1941 with membership station cooperation has
convinced me that the
effort in the end.
'thail
good fellow" individual usually puts out little
19
On the other hand the conscientious business man
who hesitated before
accepting the charge of handling button sales usually made the best membership record.
leader.
Great care should be taken in the choice of the coxminity
One with keen personal interest and initiative in the progrem
bring membership and good will results.
viii].
The individuai who seeks free
publicity or lets himself in for too much other outside activity will
likely prove of little valuo to the organization.
One other criteria to consider in the selection of coimiunity leaders
is the public attitude toward the individual.
a contributor to civic betterment?
up as their leader?
Or,
Do people seek his advice or set him
in a nutshell, will
because Jim Brown heads the local
Is the person respected as
corrunittee?
he public join KOG partly
If so, you have selected the
man for the job.
Visit the local editor
Before proceeding too far with organization in a given locality, it
would be well to call on one of the town's most influential persons--the
Explain your mission and tell something of the Keep Oregon
local editor.
Green aims.
It is likely that he will tell you of his
in the program.
ated.
If so, let him 1c
paper's past support
that his cooperation has been appreci-
Take an interest in his paper, and if you see it has better make-up
than the average news sheet, don't hesitate to tell him so.
Avoid too
much tismooth talk," or "apple-polishing," both of which are familiar
phrases to the student worker.
Editors are constantly on guard against
press agents' talks; they are accustomed to all pressure tactics, and will
see red if their support is solicited by any method other than a sincere
approach.
For the most part they are interested in conserving the forests
of Oregon and will back the KOG movement with editorial and publicity support.
One good tip in this gerne of bettering the relationships with the
editor is to enter his office armed with a good bit of news copy.
Informa-
tion as to the progress of the campaign, fire statistics, new fire patrol
equipment data, or any other forestry news, if given a local lead, will make
a hit
with the editor.
You can even make a better hit by pounding out a
news story on one of the typewriters in his
ov'n
office.
To illustrate the publicity role of the editor in the KOG promotion
we can first consider the public relations angles.
Public speaking, radio
broadcasts, posters, exhibits, and motion pïotures are media for bettering
public relations.
This public relations program is like building a house.
After getting it built a light is turned on.
News publicity is that light.
You will find that the editor is one of the most loyal supporters.
It would be well to cultivate his friendship and to solicit his support.
"Before the Mike"
Local radio stations provide a good outlet for reaching the public.
The field representative should contact the station manager and seek his
support in the Green Oregon drive.
Suggest that he make use of the fire
prevention plugs as often as station policy permits.
Most radio stations
have 15 minute fill-in periods which might be open for your use.
There is
emple opportunity for arranging for round table discussions, with the local
warden, the county chairman and yourself participating.
Such programs
need careful preparation.
They will he considered in detail under the
radio section in Part
this handbook.
6 of
"Influenoinp1e"
The Irnerican Institute of Propaganda Analysis lists seven devices of
propaganda which are widely used in influencing people during various
promotional campaigns.
These aro:
21
1.
1ame
an individuai or craniza'ion.
Pro-Gertian; War Monger.
calling--used to discredit
Examples:
Isoltionist;
*2.
Glittering gener1itios--iden-ifies program with virtue words,
Examples: War Effort; The !4rnerican Way.
*3
Testimonial--makes use of naines of prominent persons in
endorsing program. Self-explanatory.
*4
Flain folks--identifies program with
part of their
covboy
5.
way of
politicians.
coirunon citizens becones
living. Exrnp1e: Fireside chats;
a
Card stacking--Use of deception in order to win support; omission
of
fact.
the crowd; become a "joiner" because
popular thing to do.
*6.
Band wagon--follow
*7,
Transfer--carry-over device
is the
to appear good in eyes of public.
flag at Bund organization meets
used.
Example: Use of American
is a nefarious example.
These examples preceded by a
it
star are well suited for
KOG
use in
winning public support.
The name
calling and card stacking devices are highly unethical
and
are of no value in carrying out a long range educational program. During the
present war period use of the glittering generality device can and is being
effectively
employed by the Keep Oregon Green
Association.
The banner slogan
"Forest Defense Is National Defense" illustrates
its use.
point of winning public support the device is
excellent one.
home
an
From
the stand-
It
drives
the great need for intensified protection during the war period by
tying in forest-farm protection to the all-out war effort. Without question
5t will loom as the greatest single factor in winning public support and
membership to the
Second in
wagon
importnce to the glittering generality device is the 'cand
technique.
Most of us are
association.
All of us tend to conform to the accepted popular pattern.
"joiners".
We
like to
become
associated with popular movements,
22
and the Keep Oregon Green program is becoming accepted as one of the
popular state movements.
Actually, citizens are joining up and wearing
the pin because they want to be accepted as progressivo folks, as good
Oregonians.
fly
conducting the drive so that membership is associated with
good citizenship, wearing the pin will become the
Oregonian.
marl: of
the enterprising
(It may be noted that the connection of the forestry program
with good citizenship
is
a practical application of the transfer device.)
Before leaving the subject of propaganda and its device methods it is
well to point out that because we aren't accustomed to the terminology,
all too often we regard the terms as mysterious, and the very word "propaganda" has come to have a sinister connotation.
issues are a part of our daily life.
Actually the campaign
They provide the basis for adver-
tising, publicity programs, and appear in every public speech.
constitute the American way of influencing public opinion.
They
During the
Keep Oregon Green season ahead you will be using these methods and it is
well that you become familiar with these tools, as they are effective in
winning and keeping public support.
Contacting the Individual
Having carried out a program which acquainted the individual with the
program the real task now becomes one of contacting the individual or
securing memberships.
Adult membership is of two degrees.
The individual may secure the
fir tree pin by giving 25 cents contribution or he may take out a sustaining
annual membership at
l.
The KOG license plate may be had with this member-
ship or with 25 cents plus the regular membership fee of 25 cents.
23
sales will be of two kinds: namely, those you sell yourself
during the contact work, and those which villi be sold by coopers.tin
Membership
Vthile the
committees.
will perform best if
locality.
self busy
The
field
man may be
he can got
able to take many memberships, he
others to handle membership drives in each
fact is that the able field representative should keep
by keeping others on the job conducting the membership
Heading the various cooperating commrìitteos
man.
He
will
him-
drive.
be the county chair-
will serve as director of the local membership drive,
and
it
is
through him that the representative should work.
quite likely the volunteer
coiittees will
take up the membership
drive with enthusiasm and active sales effort. Then, as the fire season
becomes
VJhen
increasingly acute, the cornittees will weary of their efforts.
the novelty of the drives wear off, the coniittee heads will be
inclined to lay their membership forms aside and "slacken off" in the
Green Oregon
effort.
Then
the field
man
must cormand
all his ingenuity
in order to stimulate further membership action.
?edoubled publicity programs, plus motivating meetings held frequently,
will offset this lassitude.
Ilew
ideas will be needed, and a vigorous
pledge renewal will be required.
by
One way
establishing quotas about July 15.
Commnittee
competitive race in securing mberships.
might then be awarded a
news and
The
workers would then enter a
best local sales
member
rrit citation from the State Forester.
radio publicity
much achievement
individual. This award idea could
winners could be nezned, and then
could be chosen.
to meet the situation would be
be
Through
recognition would be given the
carried
still later
even
further, for district
a champion
state
HOG
booster
24
Such a proposal is suggested as a
'shot in the
maintaining committee membership drives.
am" method
of
As field representative you will
likely think of even better ways of maintaining enthusiasm.
you may find need to check up on your own KOG drive.
Incidentally
Even those conduc-
ting the prevention program sometimes become "rusty", so keep your committees and yourself mentally alert throughout the sason.
Certain publicity media have their role in swelling memberships and
in
selling Oregon foresty.
tools.
These media, therefore, make up your kit of
With them you can keep the Green Oregon program "ticld.ng".
Considered in detail in tart
6,
these public relations media are:
personal contacts; public speaking; the newspaper; the radio; the exhibit;
the poster; the bulletin and pamphlet; and field tours or "show mc" trips.
25
Part 6
ON-TUB-JOB PUBLICITY AIDS
Presented here in outline forni are the primary publicity aids which
have been stressed as aids in gaining memberships to the Keep Oregon
Green Association.
Each is worth individual study, and when all are
considered they make for a unified educational movement in forest fire
prevention, reforestation, timber management, or other vital informational
phases of forestry.
A.
Personal contacts.
Daily field associations will give you an opportunity to talk with
hundreds of people.
Conversations with the individual present an oppor-
tunity to talk fire prevention.
ublic relations experts hail word-of-
mouth information as the best method of sollin
the promotional program.
Neep this outlet in mind when "bullfostingtt or engaged in business con-
versations with others.
In short, talk fores
Certain aids in this matter of human relationships (getting along with
people) have already been stressed in Part
relationship rules.
of the other fellow.
1
of the handbook.
Review these
Above all, have a sincere interest in the problems
Be considerate, and above all remain loyal to the
message you are selling others.
B.
Thiblic
speakin.
Giving talks before various civic groups will be of material help in
perfecting the field public relations work.
Aids in speaking as presented
here will help the field representative deliver his message in a more effective manner.
Important rules to remember are:
26
In choosing the subject, keep the audience in
:i..
hi1e your main theme will be fire prevention, the subject material
mind.
can be adapted to the audience.
Talk wild life preservation to sportsrnen
talk roadside beauty to Oregon Roadside groups; and talk timber values to
These aro sketchy examples of what is meant by fitting the
lumbermen.
subject to the audience.
Oraxuization of material.
2.
of material.
Delivery is dependent upon organization
Lany speakers who appear before various groups make up a
card index file containing skeleton outlines for varied talks.
Similar
card forms could be made by the KOG representative, with subject matter to
fit the audience.
Onoc made and indexed, the cards could be used time after
A given card pertaining to man-caused fires, for instance, might
time.
show fire statistics over a period of time; give quotations by forest
authorities; or suggest remedial measures in reducing the number of such fires.
arin
3.
the outline.
Choose a central theme or idea for the
talk, and then build a written outline about the subject.
1iriting on
Talking Forestry," George E. Griffith, in charge of Information, U. S.
Forest Service, region six, has suggested a model outline for use in the
delivery of a fire prevention message.
1.
Introduction.
2.
Basic Facts.
3.
Something Wrong.
4.
The Remedy.
5.
Appeal for Action.
The outline follows:
For the beginning speaker this outline will outline will serve very
well in motivating the public tovrard membership in KOG.
4.
The
deliv,
Vhen the big moment arrives and you face the audience,
here are a few things to keep in mind:
27
1.
Avoid rushing; waft until you have the attention of the
audience before beginning.
2.
Iever apologizo; the audience dislikes it,6 it wastes time,
and has no purpose.
3.
Do your best in a sincere, enthusiastic manner.
Keep your eyes on the audience; avoid looking at your feet or
gazing out the window.
4.
Warm up to your subject and
an emotional tension when you first begin.
lose
yourself.
Dontt fret over
Such tension may be desirable,
for ft means you have the ttpTer to deliver the goods."
5.
Speak
th animation; avoid the monotone, dull drone of the
If sold on your own message you will soon learn to
colorless speaker.
speak with force.
6.
Speak in terms of the audience; take forestry down to earth.
iost speakers fail to do this.
lr. Griffith recalls that he once referred
to watersheds in the course of a talk, assuming that the audience biew what
After the progrom a young woman asked if "watersheds" were
it meant.
anything like flsnowshedsI which she had seen along western railroads.6
7.
The conclusion; before sitting down have a roundup of points
covered in the talk.
(l'Tote:
If time permits suggest to the chairman that you are prepared to
answer questions.
C.
Finish the speech vïith confidence, then sit down.
That approach often helps in clarifying issues.)
News reportixg.
It is assumed that the beginning KOG contact man understands the
elementary rules of news writing:
j
the who-what-when-where-why and how of
ournalism.
Although familiar with these rules in preparing copy, most of us need
to brush up on our "nose for news".
Enumeration of various phases of the
28
Keep Oregon Green program may help in learning to recognize the news
possibilities which surround you during the siier's work.
Events or
conditions which make news include:
1.
Selection of membership corinitteos in each county, corimiunity,
2.
"Groen Guard" organization and activity.
3.
Talks or cornittee reports.
4.
Progress report on membership drive.
5.
Local fire situation.
6.
Forest closures.
7.
VisIts by State Forester, executive secretary, and other
and city.
Important officials.
8.
Seasonal fire warnings, as on Fourth of July.
9.
Endorsements; quote leading citizens.
10.
Local reforestation.
il.
Rural fire protection, farm and field.
Other forest news not directly tied to the program but which may convey
the KOG message nro:
1.
U80 of gadgets in fire patrol:
radio, haze meter, psychro-
meter, lookout fire maps, emergency rations.
2.
Dispatching, state and local.
3.
Fire fighting; cooperation, Federal, state, and private
operator, pooling of resources,
4.
Crevlwork programs; location, activities, training.
5.
Suppression records; fast "blitzkrieg on fires.
29
6.
Wildlife stories.
7.
Logging; now methods in cutting; Oregon Conservation Act,
how it assures reproduction.
8.
Equipment; warehouse fire tools, kinds and how assembled for
ready dispatching.
9.
Sportsman's information; fishing and hunting conditions.
lO.
"Open house"; visitors'
11.
Forest laws; operating restrictions.
12.
The weather; lightning storms; safeguards against getting
day.
struck by bolts when in woods.
The list is by no means complete; however, it can be regarded as
characteristic
tipegsit
upon which to "hang" the KOG message.
As you
familiarize yourself with the work many other news situations will occur.
Good ones which will directly aid the membership drive or will help
better the relations with the editor should be written for the local paper.
Ordinarily such copy should be limited to a single page, typed with double
spacing.
it.
In turning in the copy never request the editor to make use
of
The better approach is to hand over the copy end suggest its use,
if the editor believes it is news-worthy.
Longer news stories or feature articles should be submitted to
hr. Lynn F. Cronemiller, Assistant State Forester, for editing before
releasing to the press.
policy.
Editing the copy will allow careful checking as to
(As defined here,
policy is the surveilance of a story in order
to see that the writing reflects the aims of the fire prevention organiza-
tion.)
Regular news material prepared by
i:r.
A.
.
Priaulx, Public Rela-
tiens Director, Jest Coast Lumberman's Association, Eugene, will be
nelled through the State Forester's Cffico, Salem.
chan-
Spot news written by the
30
representative should supplement the official copy, and make for more
complete news coverage.
The News Photograph
Supporting the news copy will be the news picture.
The
ttpjtt
is recognized as the most widely noticed feature of the
modern newspaper, and it rates well as a publicity media.
Effective news
photography makes use of one of the following emotional appeals.
1.
Emotional appeal--arouses sympathy and other emotions.
2.
Eye appeal--presents striking subject.
Has an unusual feature
which catches the eye.
3.
Sex appeal--features "leg art," pretty girls.
Makes a hit
with the publia, particularly the male element.
The news picture nn.st tell a story; it must be more than merely
lining up a group against the wall and then clicking the camera.
must have journalistic value, a news reporter should be hired
the
to take the picture.
D.
Since
Don't rely on the average commercial photographer.
The Radio Broadcast.
Becoming increasingly more important as a means of reaching the public,
the radio broadcast is a valuable public relations aid.
Having first gained free time to appear before the "mike", the field
worker should decide on the type of program believed most effective.
Broadcasts may be one of the following types:5
1.
Interview.
Question and answer discussion between two persons,
one of whom is always an authority;
or one authority may interview another
authority.
Application--Arrange
warden participating.
broadcast with county hOG chaiian and local
31
Panel discussion.
2.
A discussion participated in by a number
of authorities; generally led by a chairman.
As a general rule they do not
arrive at an agreement.
Application--Arrange program with 0.3.0. forest school faculty
You are to act as chairman.
participatin.
3.
Round table.
Another type of forum, generally having two
authorities and one layman discussing a vital public topic.
Application--Arrange program with forest warden, forest operator,
and local banker participating.
4.
Straight talk.
Should be brief,
8
to 10 minutes, covering
one subject; statements concise; some repetition allowable.
Application--you prepare a written talk on "Fire patrol for forest,
farm and field," and present it yourself.
5.
Com;lete mixed progrem.
Usually with 4-H clubs or other
organized groups; consisting of a straight talk, interview, play and music,
'oath
instrumental and vocal.
Application--Arrange for a Green Guard broadcast.
Plan an
introduction talk to tell organization of youth group, aims, membership
statistics.
Interview the captain, follow with harmonica solo by troop
member.
Don't be afraid to be individualistic in arranging programs; use
combinations of these five types and also use your initiative.
Tips on program
ornization.
1.
Radio program should be written in detail.
2.
Avoid mere question and answer interview, enlarge upon problem
at hand.
3.
Subject matter should be on practical basis.
32
4.
Mtij.el should
5.
Program should be arranged well in advance of program date.
6.
There should be a reason for a radio appearance.
7.
Program theme should be selected before personnel.
8.
Personnel should be selected to fit into the prograri theme;
be timely.
selecting porsons who have a definite contribution.
Where lapnen are used, effort should be made to get their opinions.
9.
10.
MusIc should be of good quality.
11.
A conversational atmosphere should prevail, particularly in
interviews.
1arning:
Arrive early, allowing yourself time to "cool off" before
going on the air.
E,
Posters and Pamphlets.
Most effective use of posters can be gained through use of windew
displays.
Stores handling sportsmensT goods will welcome poster material
for use in display, making use of the KOG theme.
You may want to suggest
such use to the businessman.
At all times see that posters have an attractive display spot wherever
distributed.
Avoid passing out posters unless good display use is promised.
Pamphlets are for wide distribution to interested persons.
They tell
the aims of the KOG organization, and help fill the need of public education.
F.
Make full use of the pamphlet in the contact work.
The Exhibit.
Last year the fair exhibit offered a means of attracting the public
and vrinning Keep Oregon Green memberships.
The forestry exhibit is well
suited to the county fair, and arrangements for constriction can usually
be cared for through cooperation
vritli
local foresters.
33
Figure
Î:odel
1
County Fair Exhibit, lane County Fair, Eugene,
1941.
Cooperation of a group of forest agencies with the Keep Oregon Groen
Association made possible this exhibit, which met with groat public
approval.
Such exhibits give the field representative a Line opportunity
to gain experience.
Keep Oregon Green bulletin material was placed on the table for ready
distribution to the public.
34
G.
Visual Aids.
"Showboat't motion pictures are available for showing by the State
Forestry Department.
Slides, moving pictures, and charts are effective
means of arousing public interest, especially emong rural people.
iatural color slides should be accompanied by a continuous series of
coirunents.
Arrange the meeting so that the talk precedes the motion picture.6
An audience begins to move when the lights come on and the spell of interest
is lost.
Offer to answer questions at the end of the program.
of questions
The number
raised may usually reflect the degree of interest shown by
your audience.
35
BII3LI OGRPIIY
Charles A. Sprague, "Governor Backs '42 Keep Oregon Green
Program," Guest Article, The Annual Cruise, Forest Club
Yearbook, 1942 Edition.
1.
lIon.
2.
U.
3.
George E. Griffith, U. S. Forest Service, Portland, Oregon division,
Education and Information, "Talking Forestry."
4.
American College rublicity Association, "Publicity Problems,"
S. Forest Service,
Portland, Oregon,D Lvision
Information, "Dealing with People."
Education and
1941 report.
5.
Extension Service, Oregon State College, outline, "Radio as a Means
of Reaching Rural People."
6.
U. S.
Forest Service, Region 9, Division Information and Education,
"Working Handbook."